As online advertising grows, there are many ways for your practice to attract website visitors. But ultimately,…
Before you do any amount of marketing for your clinic, you need to have a great website.
There are 3 primary reasons your website needs to act as a cornerstone for everything you do in marketing. Whether that marketing is in print, online… even just word-of-mouth!
Below, I’ll cover each of those 3 reasons in detail plus show you the 9 basic features every PT practice website needs to be truly successful. In addition, I’ll give you our best tips & secrets for getting your practice website to rank higher on Google.
And I’ll even give you more tips. (After all, I called this a comprehensive guide, right?)
Let’s jump in!
HERE ARE THE SECTIONS WE’LL COVER BELOW:
As I said, you need to have a great website before you do ANY other marketing.
Here are 3 reasons why:
This is a harsh reality of digital marketing that many fail to realize.
The first reason it costs more to advertise an ineffective website is the same reason you don’t pour water into a bucket full of holes. Every visitor that comes from paid ads costs you money – oftentimes several dollars PER click!
If that visitor is confused by your page, doesn’t like how it looks, or it’s hard to use on their phone they’re just going to leave and not come back. People are impatient and judge books by their covers, it’s a scientific fact.
So, if your website doesn’t look good, work quickly, and have one obvious call to action then all those clicks you pay for are wasted money.
The second reason is more technical.
Advertising platforms like Google have what they call “Quality Scores.” Websites with above-average quality scores actually get discounted ad costs whereas below-average websites pay increased costs to get the same click.
It all comes down to website conversion. If your site isn’t convincing visitors to schedule with you now, just driving more people to it won’t solve the problem. Make sure your website is ready before paying hard-earned money on advertising.
QUIZ: What do Newsletters, Facebook Ads, and your former patient Linda have in common?
ANSWER: The first thing people do when they first hear about you from those sources is Google your company to “make sure it’s legit.”
People are skeptical of ads now more than ever.
To win them over, you need to have an attractive website that visually matches your advertising AND appears at the top of Google. A good website will welcome them and turn them into a New Patient Lead.
But, a bad website will send them running. Money out the door.
If your website is made correctly, it will work to attract more attention organically on searches.
Google, Bing, and other search engines are most people’s go-to source for information. So, where you appear in the results will have a huge impact on the number of new patients that come in from your website – ones you don’t even pay for!
Combined with paid ads, a website built to attract visitors increases results on autopilot (more on that below).
Just like an employee in your practice, your website needs a few tools to do its job well.
These 9 website features are the exact tools we use with all of our clients to ensure high conversion rates and ultimately more new patients:
Lead magnets on your website, such as free ebooks, draw leads to connect with you. Not only do they add value to your website, but they also allow you to grow your prospect list. Lead magnets should be used not only on your website but should be tied in with your email and direct mail patient newsletters as well.
Your website is only a strong digital marketing tool if people can find it online. People may search for your practice’s name, such as [ABC Physical Therapy], or opt for a more general search, such as [physical therapy in Richmond VA]. With Search Engine Optimization (or SEO) your website can be at the top of Google results!
Let’s face it, a clean, fresh website, enabled with Online Bill Pay, is critical for your Physical Therapy practice. Many potential clients will use your website as the only deciding factor to visit your practice. Convenient features such as simple, easy to use, Online Bill Pay feature has proven to increase patient satisfaction and improve collections.
9 out of 10 consumers want to pay healthcare bills online.
Over 90% of customers check out online reviews about your practice, before choosing to contact you. Building your online reputation by gathering reviews from your patients is critical for you to grow your practice. The more review sites you can be on, the more your SEO, online reputation, and trust in your services will improve.
Promoting your expertise in the PT industry with an interactive PT medical library enlightens prospective new patients on common conditions and injuries. Detailed diagrams can provide your visitors with information on common conditions and how physical therapy can help.
Blog posts increase traffic to your website by attracting visitors who are searching for content about PT via Google and other search engines. Getting additional visitors improves your website’s SEO (search engine optimization), which causes your site to rank higher in the results and increases its visibility.
Including a blog gives you a 434% better chance of ranking on search engines.
Our websites use the most advanced mobile responsive technology so your website looks beautiful and loads fast on any device. This technology gets mobile visitors to stay on your site longer and improves your Google rankings.
To get the most out of your website, you need detailed pages of common conditions you treat. These pages should include three to five paragraphs explaining the condition, causes, and how physical therapy can help. These content-rich pages not only provide valuable information to potential patients, but they also help you rank higher in Google.
Knowing how your website and online marketing is performing is key to achieving maximum ROI from your marketing dollars. Metrics and reporting dashboards can provide you with valuable information on where traffic and new patients are coming from.
Getting on top of Google’s search results is one of the best ways to increase patient volume.
The problem? It can be hard, very technical, and take a long time…
And yes, to truly dominate Search Engines, you need to put time and effort towards it each & every month (or have an expert). The 3 absolute, most undeniable ways to top Google are:
But, in addition to good SEO work, there are other things you can do that are much less technical & will help boost your visibility more quickly.
You are a local business.
Google MyBusiness is a listing service specifically designed for people searching near your geographic location. Create your account here.
Be sure to post plenty of pictures of your clinic and plan to update them a few times per year. You’ll also want to include business hours, basic contact information, and list your clinic for as many categories as you can that are relevant.
Fill out long descriptions which include conditions you treat. Under services, include specific conditions like back pain, shoulder pain, physical therapy, and any specializations such as laser or aquatic therapy.
Every detail in Google MyBusiness could be another search result you appear in.
Google’s #1 goal is to answer people’s questions.
So, if you answer people’s questions Google will favor you.
Add a Frequently Asked Questions section to your home page or any other page you want to rank in a specific search. Then, add questions with the search terms in them and provide short, 50-word answers.
For the best ideas, search for terms you want the page to show up in, then find the PEOPLE ALSO ASK section:
In addition to your website, you need to think about how your practice appears on local business listings such as Yelp, Waze, Apple Maps, and many more business listings.
In this search, Yelp made up 2 of the top 5 results:
Improving your Yelp & other listing profiles can get you on the first page of Google faster than typical SEO work (which can take 6-12 months).
Note: There are 100’s of apps and websites similar to Yelp. Appear on as many as possible for best results or using a “Listing Distribution Tool” to manage all of them from one place. You can learn more about that here.
Reviews, like bread, go stale.
77% of users don’t trust reviews older than three months.
What’s more, data shows Google reviews with replies are the 2nd or 3rd most important factor in local rankings! Your practice needs to generate reviews regularly, and reply to them personally.
Yep. I said it. Nationally, as little as 20% of potential patients actually search for the term “physical therapy.” And if they do, it probably means they already know they need it.
Instead, you can reach a much bigger audience by ranking for terms such as:
These are the things most people search for because it’s how they feel!
Most people don’t know what PTs do, but if you attract people to your website based on what they feel, you can then explain how PT helps those things.
The best way to rank for these additional keywords is having condition-specific pages on your website, in your menus, and by blogging regularly about these topics.
There’s plenty to love about this website, but what really stands out is how clear the Request Appointment button is and the use of what we call “success” imagery. Showing visitors the successful end result of therapy allows them to picture themselves there.
This PT’s website looks great & follows many best practices. The best part is the section immediately below the header titled “What’s Holding You Back?” It speaks directly to the visitor and the options below are simple: Back pain, shoulder pain, etc. Speaking in “every day” vernacular helps engage more visitors.
2 things stand out on this site: Extremely high contrast on the main button (bright blue against the black/dark menu, and the custom video tour of their clinic on the top of the homepage. Talk about literally welcoming visitors in!
This site truly feels like a window into the clinic.
Combining a bold color scheme with inviting images, this site makes a memorable impact. The highest-performing website buttons are generally red/orange or green. Core uses that to their advantage here.
This clinic puts workshops right at the forefront which is a great way to boost signups if you leverage events as a marketing strategy. They also do a great job of connecting with their target audience using extreme sports images.
If the bold, high-contrast green button doesn’t get you, this practice’s great use of custom images will! Stock photos can be okay but try to use real clinic photos as often as possible. Even iPhone photos are great these days!
They also do an awesome job of featuring patient testimonials throughout the site.
Bosh PT absolutely nails it with their appointment form. The simple headline “Are You In Pain?” gets straight to the point and offers a real, helpful solution.
After all, what is your website for if not booking appointments?
A physical therapy website costs a lot for most practices.
Latest averages for small business websites are between $2,000 and $10,000 – but it’s not uncommon to see quotes in the $50K range either. And, that’s just the upfront cost! After that, you still are left to train staff on it, market your website, and keep it up-to-date.
One way to greatly reduce the initial setup cost of a website is by choosing a monthly subscription service.
Instead of one large, upfront cash payment, you will be able to work the cost into your existing annual/monthly marketing budget. And, as long as the website comes with the right marketing tools, you should see a return on that budget every month.
If you can get all that in one cost, it should be no problem to budget between $800 and $2500 per month on a subscription depending on your practice’s volume. Then, it only needs to generate a couple of extra patients per month to pay for itself and everything else is extra revenue!
“I’ve doubled my growth in just a few months. I hired another therapist and now am looking at moving into a larger building!” -Leo, Biosport PT